Cadbury has used generative AI for the Valentine’s Day campaign. Cadbury Dairy Milk Silk joined forces with acclaimed filmmaker Zoya Akhtar, who brings her expertise to help couples craft their cherished moments into beautiful memoirs.

Consumers had to scan the QR code on Cadbury Dairy Milk Silk packs, leading them to an exclusive website where they would need to answer some interesting questions that helped in curating their unique love stories with personalized avatars, which were to be featured in the animated movie. The AI module seamlessly weaves these elements to craft a visually stunning and emotionally resonant story.

According to Nitin Saini, VP of Marketing, Mondelez India, Cadbury Dairy Milk Silk continues to reign as the ultimate curator of Valentine’s Day celebrations. He believes that priceless romantic moments are not always expensive; therefore, with this campaign, they wanted to celebrate the everyday magic of more profound and meaningful love and create a platform for couples to express their unique stories in a truly personal and heartwarming way. The idea was to make an experience that couples could revel in by watching a movie on them, by them and gushing over the cute moments that are a testament to their love. 

The collaboration with Zoya Akhtar adds an extra layer of creativity, ensuring this campaign will be an unforgettable celebration of the diverse and beautiful stories that make each love story unique. Combined with the power of technology, this collaboration will bring love stories to life that are bound to touch hearts.

Shekhar Banerjee, Chief Client Officer & Office Head of Wavemaker India, remarked that these AI-curated stories will be amplified through strategic media partnerships, personalized content collaborations with leading OTT and music platforms, and brand experience zones.